This is the second time I’ve encountered this technique in the past few months so I thought I’d spend some time explaing what it is, what to watch out for, and how it could be problematic for you.

Lets start at the beginning with sponsored themes. A sponsored theme is where you have a designer create a wordpress theme for you and give it away to others to use for free with the provision they leave the link intact in the footer. This tactic grew and got abused, with themes eventually getting porn, pills, and casino links in them. Both Google and wordpress have spoken out against the practice but there are still thousands of sponsored themes with commercially motivated SEO footer links in them.

Now let’s jump over to reputation mangement for a minute … Google did a post last week talking about reputation management, and some of the tips they gave where publish good information about yourself, and link to it. I agree one of the key aspects of any reputation mangement campaign is finding positive or neutral information you created or that exists on third party sites and linking to it … but what if you are third party is there any danger to you … possibly.

Let’s imagine someone is involved in a reputation management campaign, and they want to point some links at a neutral SERP listing on a third party site, and the method they use for link acquisition is links in the footer of a sponsored theme. If the theme is popular it’s quite possible thousands of links could be generated in a very short period of time, in a lot of cases from very questionable sites. Google says it doesn’t have a problem with low quality links, in fact there official statement is:

There’s almost nothing a competitor can do to harm your ranking or have your site removed from our index.

Notice the “almost” part, now google won’t tell us bursty link acquisition from a high volume of low quality sites from bad neighborhoods, fits the definition of “almost”, but I say getting a butt load of of site wide links from an eastern block warez or porn blog network is going to really distort your inbound link profile and is almost certainly within a 1 block radius of “almost”. To take this out of the theoretical, what if a sponsored theme with site wide footer links gets put on a dozen auto-gen scraper blogs, it’s not outside of the realm of possibility for a site to have 30,000 or more new links pointed at them in a 3 month period, and what if  they had less then 500 links to start with, do you think that could affect their link profile and subsequently their rankings …

Knowing about and understanding that tactics like this are important and one of the key reasons you should be monitoring your backlinks. If you see something like this and it gets to the point where it’s approaching a few thousand links it might be time to talk to a search engineer …

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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Recently Google announced they are experimenting with including Wikipedia in Google News. Personally I’m not a fan of Wikipedia, so I think this is the perfect opportunity to share some tactics on how to make Wikipedia a whole lot more fun.

A key part of this strategy is knowing the rules better than most of the other people involved. Why … if you know the rules better than they do you can force them into doing things which may result in their short term gain, but an overall win for your strategy.

Threshold for Inclusion

This rule is a key part of you overall strategy, according to Wikipedia the threshold for inclusion is verifiability, not truth, really go check for yourself. So all this means is you have to find a reliable source with a history of fact checking to use as your source material for example CNN saying bigfoot isn’t a myth. Oh sure later on that story was proven to be a hoax, but CNN doesn’t say that on that page or even link to a later article, in fact finding a story with facts open to debate can even work to your advantage. The takeaway here is use good trusted verifiable sources as the basis for your entry.

Neutral Point of View

As wikipedia strives to be more encyclopedic in nature and contain more verifiable facts, entries are also supposed to have a neutral point of view. News sources are also supposed to have a neutral point of view, but as anyone who has compared CBS, FOX, and CNN can tell you media has a bias, and so should your entries in wikipedia. For example, if you were to edited the wikipedia entry for Supreme Court Nominee Sonia Sotomayor saying “she has a racial bias”, your entry would get edited out for not having a Neutral Point of View (NPV). Instead go with “many conservatives have argued she has a racial bias” with a nice reputable verifiable source. The fact that you can find reputable sources news sources that state otherwise is irrelevant … unless you need to invoke the next rule …

Three Revert Rule

The rule basically states “Contributors must not perform more than three reverts on a single page within a 24-hour period”. There are some other subtleties so you really should acquaint yourself with some of the rules finer points and details. The rule was implemented and put into place to prevent edit wars. If the rule is invoked troublemakers accounts can be suspended or banned and pages can be locked, preventing further editing, which is what you want to happen. The key is of course getting it to be locked in place with the edit you want there, this requires a bit of timing, and “wasting” a move to get your opponent to move (in chess we call this zugzwang). Often times this requires a wingman to pull of properly as no one wants to appear to self interested. If there’s no wingman around using a Netbook on a Verizon air card IP, a disposable Gmail account, and cookie shredder works too (just sayin’ ) . If you’ve ever attended a wikipedia session at a search conference, you’ve got a good idea what wikipedia administrators think are likely signs someone is a spammer (you know in case you intentionally wanted to give them a bone and divert them from your true course). The goal here is to use your zombie account to insert some inflammatory but cite able “facts” or NPV opinions, and engage the three revert rule at the right time getting your edits locked in while the admins sort it out. Those edits may not be permanent, but you just want to make the wikipedia article as dated and irrelevant to the general public for as long as possible.

The tactics work well in the short term, but what about a more long term solution that has a bit more sticking power, that you can use to deal with some pesky wikipedia result that Google always like to show first … read on …

Wikipedia is an Online Encyclopedia

While wikipedia fully admits it isn’t a paper encyclopedia, it does strive to be encyclopedic in nature, in some cases helping wikipedia on the path to being more encyclopedic, or correctly more academic, can be in your best interest. Generally speaking you try to make your copy easy to read and understand, with your keyword or variations built into the text naturally, but what if you didn’t. What if instead of trying to make sure the keywords were contained in the text, you made sure the keywords were absent from it. What if instead of a high keyword density you tried to get it as low as possible. What if instead of trying to be clear, concise and easy to understand, you strove to be over as many people’s heads as possible. What if you used this tactic of reverse optimization to “improve” that wikipedia article situated above you.

Even if you do an exceptional job and eliminate the keyword from the page everywhere except the title, the wikipedia result isn’t going to disappear, but it has a good chance of dropping to the #2 or #3 slot. So go out and find that writer you fired for using superflously excessive adjectives and having a writing style that meanders about like a 5 year old in a chuck e. cheese, and make wikipedia better, or at least more encyclopedic in nature.

UPDATE

PS to all you wikipedia editors talking about me over here, I’ve had comments turned off for a few months now so no I’m not afraid of you, don’t flatter yourselves, and secondly the links to you are nofollowed you know the same way you link to everyone else so don’t go congratulating yourselves on anything.

Here’s another little tip help destroy the value of internal links within wikipedia by removing, slowly and systematcially over time strive to create orphan page with very few or no internal links.

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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One of the key aspects of any SEO strategy is knowing the risks of the tactics you use. As those tactics approach or break Google’s guidelines the more likely they to get you penalized or banned. Knowing where you are on the risk scale helps you know when it is imperative that you take precautions and try to create a barrier of plausible deniability.

Three tactics that I feel that warrant creating that level of plausible deniability are link buying, buying hosted content, and paying to have negative posts removed/changed. Last week a site I’m involved in received an email similar to this at the webmaster account:

From:Jane@WellKnownDomain.com
Subject: Purchasing Direct Advertising

Hi this is Jane from from WellKnownDomain.com we see that you run a website in the widget area and are very interested in purchasing a direct text link from you. We would like the link to be placed directly in the content area of one or more of your posts.

Hoping to hear back from you.

Jane

There are several things wrong with this type of approach:

• If I reply to the email and it doesn’t bounce back, as long as the headers don’t look forged it’s very hard to deny it’s real.
• If I look at your backlink profile and see some suspicious behavior like really targeted anchor text, it’s hard to deny you aren’t doing this as a regular practice.
• Mentioning things like “direct link” and “in the content area” make it very hard to deny that someone with SEO knowledge or SEO guidance isn’t involved (the search engines call this intent).

If you are aware of the risks involved with these types of tactic, and still want to try them, at the very least put a layer of protection between yourself and the website. Try something like this:

From:Janet@gmail.com
Subject: Advertising Inquiry

Hi this is Janet I see that you run a website in the widget area. I have a client and would be interested in knowing if you accept advertising and what types of placements are available.

Hoping to hear back from you.

Janet

If you get a response and it looks promising then follow up with a SECOND email inquiring about placement within posts and if they offer on-site tracking or if you can use your own direct tracking URL’s. You really don’t want to give away the domain until as late as possible, and you are comfortable the person on the other end isn’t going to NARC on you. Until you give away the domain there’s no direct connection between you and the target domain and deniability is still an option. I understand that this way takes much, much longer to do, but IMHO giving up your domain and signaling your intent to buy links with an SEO mindset in a first contact email is a kamikaze move. If you use your noodle there are  other ways you can put barriers between the website you are buying links from, but don’t ask cause I’m not telling.

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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Last week Matt Cutts made a post about how to connect your Linux computer to a Wii balance board using Bluetooth. This post happened to make the Digg homepage, however what was really interesting is the way he did it, which has exposed an exploitable hole in Digg.

First off to be clear this post is intended for educational and entertainment purposes only and should not be used as a plan to exploit Digg or any other social media websites, however if you try it be sure to let me know how it works out. Second as I have comments now turned off there’s no chance for Matt to offer his side of the story, Matt if you want to add some comments email me I’ll add them in their entirety to the post. UPDATE: comments from Matt Cutts at the end of the post. Ok now onto the details ….

First of back on April 26th Matt changed his domain from MattCutts.com to Dullest.com. He’s doing some experimenting and nothing better than some first hand data.

Next on May 22 he posted the “how to” for the Wii balance board and the Linux connection.

Here’s where it gets interesting when he submitted the post to Digg (you can see it’s his submission) he submitted the domain MattCutts.com domain NOT the Dullest.com domain. (screen shot below)

Why is this important? While Digg vehemently denies they have a white list or moderate based on the domain name, everyone who has plays the Digg game long enough sees it in action and figures it out. Simply put there aren’t many good, or believable explanations for why the Digg homepage is stacked with so many main stream media websites, except that it’s heavily moderated.

Back to the case at hand, since the domain MattCutts.com has made the homepage of Digg before I’m suggesting that it’s white-listed, and the human/algo at digg didn’t catch that a redirect to Dullest.com was in place and let the story get promoted. How do you use this to your advantage? If you can arrive at some sort of “agreement” with an owner of a trusted white-listed domain to redirect to your domain, you can submit your story under their domain increasing the likelihood of it reaching the front page, especially if you modify your template to resemble the submitted domain.

Want to do this without breaking any existing search engine guidelines … all you need to do is have them do a redirect using a non spiderable solution like JavaScript or bounce page, remember you’re not really interested in link from Digg itself, but the links that result from the attention of getting to the homepage.

Think about it for a second … newspapers who are in very serious danger of going out of business right now could get a quick shot in the arm of ad revenue selling search engine compliant advertising redirects. As long as you use a non spiderable re-direct I can’t think of any search engine guidelines that currently exist that this is technically violating. Is it violating the spirit and intent of those guidelines, absolutely. Is it unethical well I don’t think violating Digg guidelines is unethical, but there is a bit of deception involved. However at the end of the day your content has to be good enough to stand on it’s own, and that’s the mantra that all the search engines have been pushing on us for years.

Do I think this was Matt’s intent … I don’t know for sure … but I’m confident he didn’t set out with the intent to intentionally deceive anyone … however I bet there was a bit of testing going on here.

If this is something you are going to try I’d be pretty careful and consider this a high risk tactic, and try to stay as under the radar as possible, both Digg and Google have been known to kill domains in stealth without letting you know and it’s nearly impossible to get these penalties reversed or lifted.

UPDATE:
The following comments come from Matt Cutts on sphinn re-used with his permission:

I certainly didn’t intend to probe Digg’s url handling or do anything untoward on Digg. The simple explanation is that I was planning to move my blog back to mattcutts.com this weekend (which I did). So I submitted the url where I knew the permalink would be in a few days. All my blog content is back on mattcutts.com now, so it made sense to me to submit using the link where the article would be by the end of the weekend.

As far as how Digg handles urls or redirects (esp. with the Diggbar) that’s their code. I can see pros and cons to handling redirects on Digg in different ways.

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Added: The following comment is from Guy Kawasaki about this incident, I moved them to the top since it is relevant to the issue – mg

I was given the camera because I am doing a big favor for a photo conference. Arguably, the camera cost me $15,000. I didn’t have to review it. – Guy Kawasaki

I like Guy Kawasaki, I really do, I don’t always agree with him, but I do think he’s a smart man, and a thought leader in the space. That said I do think it pretty unfair that the A-List bloggers in the space get “free gifts” in exchange for blogging about them and Google’s Black Angel of Paid Linking Death never pays them a visit. So sit back and watch as I present my evidence and make my case in Nikon D90 link payola incident.

On September 7th Guy posted an unboxing post about the new Nikon D90 Camera. In his post he mentions in a subtle way that the camera was given to him by Ritz Camera and the 6sight Future of Imaging conference.

Nikon just released the D90. This is the first digital SLR that can shoot movies (as far as I know, anyway)–now you don’t have to carry a digital SLR and a video camera. How cool is that?! My buddies at Ritz Camera and the 6sight Future of Imaging conference made this possible. Click here to buy one from Ritz Camera. Incidentally, I’ll be the first to admit that these aren’t the greatest shots–I had no idea product shots are so much harder than people shots.

For those of you wondering the camera has a retail of $1299 from Ritz Camera.

Think this a fluke, and a one off occurrence, let me go all Columbo on you, and point you in the direction of an amazon kindle post, video and this post on Honda Fit. If you might have been sleeping in math class in high school, when there are three or more data points that line up, that’s what we call a trend.

So Google Engineers, if Guy kawasaki is accepting $1300 cameras in exchange for posts, can we expect you to nuke his PR and rankings the same way you did to pay per post. Is his linking scheme, any less illicit? (That’s google’s definition not mine).

Sure I can hear some of you saying, Gray what’s up with you, you’ve been around the block long enough to know that’s how Public Relations people work, they give celebrities (real life celebrities or fake web celebrities) free gifts in exchange for the wearing, using, mentioning, or writing about their product in a newspaper articles, magazines, or blog posts.

Of course I know that’s how it’s been done in the past, and how it will continue to get done in the future. What needs to happen is Google needs come up with a fair and equally applied policy and stick to it, because the two tiered caste system we have now isn’t working … unless you’re on the “let them eat cake” side of the argument … and we all know how that turned out …

For anyone interested here’s a detailed explanation on how to report paid links if you want to clue Google into this violation of their guidelines …

PS: Don’t be one of those kooky nit pickers who says the pay per post people were getting cash, not merchandise, and it’s not technically the same. I believe in following the rules in the spirit with which they where created, and not getting by on a technicality (which is one of the reasons I dislike lawyers so much). However if Google is going to say that it’s perfectly ok to do it in exchange for products, I’ll be off to start a products for posts service this afternoon …

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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Look at this screenshot, looks an awful lot like match.com is trying to put a lot of text down below the fold …

If you don’t believe me try coming up with a reasonable explanation for putting the H1 tag “ONLINE DATING AT MATCH.COM” below the “Copyright 2008″ …

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People have been making accusations that domain companies have been sniffing customers searches for quite some time now. No one has any hard conclusive proof, but you have to admit it’s hard to make a case why network solutions might have registered this one, check out the whois

http://www.youguysseriouslyregistereverythingisearch.com/

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Hey Network Solutions Sniffing Domain Searches By Chance …

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Since I spent the early part of the week discussing how Google Knols will ruin the internet, I thought it might also be fun to discuss potential ways you can use it to your advantage.

Having seen little more than a screen shot it’s hard to tell exactly what’s going to be included or available, but lets assume it will be pretty similar to Google Page Creator and other sites like Wikipedia or Squidoo.

First we need to have a discussion about authority and trust. I know Matt Cutts dances around the trust rank saying it’s some paper that was written at Yahoo blah blah blah. I know the engineers at Google get a little picky with their nomenclature sometimes such as a data push being entirely different than an update, so if the internal name isn’t exactly “trust rank” the concept of ranking a sites “trustworthieness” definitely exists in spirit.

IMHO getting trust is the single most important factor you should focus on when you want to get a site to rank. If you combine trust with good site architecture (easy crawlability) and good internal anchor text you can rank for anything. In fact there are hundreds of empty useless pages like this one on Wikipedia which rank #1 for their top term [Joigny] on this combination of factors. But I digress.

Trust is the hard part but here’s the key, you really won’t have to worry about trust in this case, Google and everyone else is going to take care of that for you. It should take about 6 to 9 months to fully grab hold but after that Knols listings in SERP’s will be more common than price inflated Wii’s on Ebay.

What you will have to worry about is getting links with good anchor text. Using your own network of sites to link to your Knol pages is dicey. If you run a clean on topic network of sites, not much to worry about, if you take care and don’t duplicate yourself into oblivion. Run a shady network … I’d stay away from this method.

Now an interesting tactic would be to purchase some advertising. Personally I’d test the advertising by pointing it at my competitor first to see if it works. If they jump up you know the links are good and you can repoint it at your Knol page, if they tank let your conscience be your guide.

What you wonder hey won’t the person I’m buying the advertising from wonder why you’re making the change and pointing the links at a new URL? You’re still not directly pointing links are you … Silly Goose. Don’t you know some people point them at intermediate domains … for argument’s sake lets call them tracking domains. Purchase your advertising, point it at your “tracking domain”, and 301 it wherever you want. The great part is you can also repoint it wherever you want, no need to involve the person you are buying the advertising from.

Now if you were a person who experimented with “IP Delivery” you could do conditional 301’s. Let’s say the Mooklebot comes by you redirect it to the spot you want the link love to flow, normal visitors get directed someplace else. Now of course that behavior is strictly against search engine guidelines, not something I recommend or endorse in any way. In fact I included it only for entertainment and educational purposes … really.

Of course some people out there are really wondering about siphoning off link love, will they get a link with the best anchor text they can create to the best page on their site, and will it be nofollowed. Well I haven’t heard any mention of link condoms yet, but I hope they have thought about. if I were Google I would make the links straight links but give them equivalent of a nofollow in the algo, just because it would screw up the other engines. If they were really clever they would use an internal ranking mechanism to only allow link juice to pass from trusted profiles and ignore the rest. You did notice they slipped in Google profiles last week didn’t you?

However I think you really should concentrate on driving traffic to the knol page instead of the links to your page, ultimately you want them to buy something and the more pages you bounce them through the worse it will be.

Of course some truly naive people actually believe that Google is going to be able to police and editorially control Knol pages kicking people out who violate TOS … (excuse me while I stop laughing). Have you been to Blogger recently? You do remember that Google owns them don’t you? You see how well that “flag this” button they added in 2005 has stopped the proliferation of blogger spam haven’t you?

Lets recap Google Knols makes it much harder for the rest of the world to get top listings, since they become Wikipedia II. Google also assumes control of your content and locks you into their monetezation schemes. Lastly Knols provides a fertile stomping ground for spammers to put down roots and abuse Google’s over reliance on trust. Any Questions?

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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Think Google is a good as they would have you believe they are about detecting duplicate copy, then take a look here [fireproof safe with power]. Since result two links to result one I’d say result two is probably the original and Google got it wrong.

In this case the comments probably played a big role in the uniqueness of the documents when compared to one another. From a purely hypothetical point of view what if you cloaked the unique factors and served them only to the bots. What if you took some standard non unique data feeds and uniquified them on the fly. Serve your real visitors lovingly written marketing copy, serve the bots some really unique substitute and replaced copy with a bit of relevant RSS mashedup style copy, hypothetically speaking of course.

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Duplicate Copy in Action

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Ok listen Netscape it’s embarrasing now. really you guys need step up to the plate and fix this. Looking at the state of things there are more vote bots than regular people casting votes. It’s so painfully obvious it’s not even amusing anymore. Either throw in the towel and pull the plug or fix it because right now it’s like watching a fish flop on the deck a boat waiting for to die. Jason Calacanis or Ted Leonsis if you guys know the right person send them this post and have them drop me a line … while there’s still a chance …

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Netscape and the Voting Bots

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